The Experts in Animal Health

Brakke Consulting’s
Animal Health News & Notes for October 18, 2019
Copyright © Brakke Consulting

Editor: Lynn Fondon DVM MBA


Brakke Consulting News
New study – Pet Health Products: Changing Channels

Earnings News

Other News
Alimetrics Research
Antech Diagnostics
Banfield Pet Hospital
Better Choice Company
Erber Group
Halo, Purely for Pets
Kane Biotech
Kemin Industries
Kindred Biosciences
Market Dynamics
Piedmont Animal Health
Sentinel Biomedical


Are pet product sales at an inflection point?

A new report from Brakke Consulting measures and characterizes the most dynamic changes taking place in the marketing of pet products – the emergence of new channels and the changing purchasing behaviors of pet owners, especially as it relates to products traditionally purchased at the veterinary clinic.

Pet Health Products: Changing Channels will be based on two national, representative studies: one, pet owners, the other veterinarians.  The data from these surveys will be compared to data from previous Brakke studies in these areas to highlight trends.

This timely new report will provide marketers and investors key insights to help:

  • Focus resources in the most productive areas
  • Build more effective defense strategies in key channels
  •      Recalibrate channel strategies for principal products
  • Build innovative channel strategies for new products and categories
  • Design investment strategies based on “fishing where the fish are”

Pet Health Products, Changing Channels will be available by December 31, 2019.  Cost per report is $10,000.  Subscribers that order by Oct. 28, 2019 and pay in full earn a $500 early order discount.

For a prospectus or more information about this important study please contact us at or John Volk at


  • Virbac SA reported results for the third quarter of 2019. Group revenue reached EUR 233.6 million ($255 million), an increase of 14% (+12% currency adjusted). (company website)
  • The Vetoquinol Group reported results for the third quarter of 2019. Sales were EUR 100 million ($109 million), up 11% as reported and up 9.4% at constant exchange rates compared to the same period last year. (Business wire)
  • Bioveta (Czech Republic) announced results for the first nine months of 2019. The firm’s revenues for the period reached CZK1.372 billion ($58.6 million), representing 10% organic sales growth. (Animal Pharm)


  • Bayer Animal Health and VLPbio announced a global agreement to discover and develop immunotherapeutic preventatives and treatments for food animals based on VLPbio’s technology. VLPbio has a pipeline of immunotherapeutic vaccines based on chimeric virus-like particles (Ch-VLPs). (Animal Pharm)
  • Huvepharma announced that the FDA has approved the use of Monovet 90 (generic monensin) in combination with decoquinate for coccidiosis prevention and tilmicosin for respiratory disease therapy. (company press release)
  • Kane Biotech and Dechra Veterinary Products LLC announced the expansion of their 10-year exclusive license and distribution agreement to include South America. The Agreement was originally announced in March 2017. (company press release)
  • Market Dynamics announced a new market and medical research service at Over 1,000 small animal practices’ invoice details and 500,000 medical case histories have been mined for more than 10 years to provide informative articles and metrics on canine and feline medical treatments, products used, procedures performed, services provided and practice management approaches. (company announcement)
  • Alltech and Alimetrics Research announced they have developed a laboratory fermentation technique for assessing the ruminal breakdown of dietary protein ingredients. (Animal Pharm)
  • Kemin Industries announced two new product ranges in its Ruminant Essentialities portfolio: Kessent, a product range of new rumen-protected Methionine; and CholiGEM, a Choline nutrition product. Both products will be available January 2020. (PRNewswire)
  • Piedmont Animal Health announced the U.S. Patent and Trademark Office has issued a patent for Piedmont’s long-acting sterile injectable formulation containing macrolide antibiotics for use in both companion animals and humans. (PRNewswire)
  • Covetrus announced that it has been named a preferred prescription management partner for National Veterinary Associates (NVA). (PRNewswire)
  • Antech Diagnostics announced the launch of the Cadet BRAF and BRAF-Plus liquid biopsy-based cancer diagnostics. The DNA-based diagnostic tests, developed by Sentinel Biomedical, offer a non-invasive approach for the detection of the most common forms of canine bladder, urethral and prostate cancer. (Animal Pharm)
  • Banfield Pet Hospital announced that it will begin scheduling appointments with credentialed veterinary technicians at nearly one-third of its locations by the end of October. According to the company, having credentialed technicians provide services such as vaccinations, heartworm tests and nutritional counseling — all under a veterinarian’s direction — will create increased availability and accessibility for clients. (Todays Veterinary Business)
  • Better Choice Company, Inc. announced the signing of a definitive agreement to acquire pet food brand Halo, Purely for Pets. Financial terms were not disclosed.  (Yahoo finance)
  • BabelBark, Inc., announced a partnership with the Independent Veterinary Practice Association (IVPA) to leverage new marketing tools to help educate pet owners on the benefits of having an independent veterinary practice. (company press release)
  • EU Kindred Biosciences announced that the European Medicines Agency’s Committee for Medicinal Products for Veterinary Use (CVMP) adopted a positive opinion recommending marketing authorization for Mirataz (mirtazapine transdermal ointment) for weight loss management in cats. (Animal Pharm)
  • BRAZIL Austria’s Erber Group announced it has acquired Brazil’s IPEVE (Instituto de Pesquisas Veterinárias Especializa), a specialist in autogenous vaccines and diagnostic services. The company will be added to Erber’s animal health unit, Sanphar. Financial terms were not disclosed. (Animal Pharm)


*Thursday market closing prices


  • US – ZOONOSIS GUIDELINES The American Association of Feline Practitioners (AAFP) has published updated Feline Zoonoses Guidelines in the November issue of the Journal of Feline Medicine and Surgery (JFMS). (Veterinary Practice News)
  • EU – ANTIBIOTIC USE A report from the European Medicines Agency (EMA) shows that sales of veterinary antibiotics continue to decline across Europe. Data from the EMA’s latest European Surveillance of Veterinary Antimicrobial Consumption (ESVAC) report show a 32.5% decline in sales of antibiotics for food-producing animals from 2011 through 2017, with sales of two antibiotic classes considered critical for human medicine — polymyxins and third- and fourth-generation cephalosporins — falling significantly. For more information, go to (CIDRAP)
  • JAPAN – SWINE VIRUS RESEARCH An international collaboration led by scientists at Tokyo University of Agriculture and Technology (TUAT) in Japan has uncovered a new type 2 of enterovirus G (EV-G) in pig feces. They also found that this new EV-G type 2 can’t possibly invade a host cell on its own. According to the researchers, this particular virus may be partnering up with a “helper virus” to gain access to a host cell, but the mechanism underlying this process is unclear, and may point to an entirely new system of viral evolution. The research was published in Infection, Genetics and Evolution. (


Have you heard about the “Battle for the Vet Pharmacy”?  With the emergence of and the rapid increase in the number of veterinary practices using home delivery services, there’s an intense competition for the pet owner’s online business.  And did we mention Amazon?  It wants in the game as well.

Our new study, Pet Health Products: Changing Channels, will give you a front row seat, and will be a great asset for refining your marketing and channel strategies.  There’s another factor at stake here, too:  Compliance.  Lack of compliance is a major drag on sales of many products.  A study like this can give you a new focus on boosting compliance of your products.

We hope you subscribe and look forward to working with you.

John Volk


Trouble viewing this newsletter?  You can view it online at

This electronic newsletter is the sole property of Brakke Consulting.
Any use of the contents herein should be approved by and appropriately attributed to Brakke Consulting.

For more information about Brakke Consulting’s services and syndicated studies, visit our website at
Brakke Consulting

806 Green Valley Rd
Suite 200
Greensboro, NC  27408

en_USEnglish (United States)